The Expert in the Science of BrandStrategy

Exceeding Clients Expectations Worldwide 

The Expert in the Science of Brand Strategy

Exceeding Clients Expectations Worldwide 

Duane E Knapp, President
Enspired Strategy, LLC

Duane Knapp is passionate about helping his clients develop brand paradigm shifts that result in a distinct “Position of Privilege.” His unique process and energetic partnership provide his clients with the expertise to optimize their brand equity by enhancing their customer’s perceptions and experiences. Duane created the science around the BrandPromise Commitment®, the idea that Genuine Brands–and everyone involved–are thoroughly dedicated to providing their customers with a unique experience that enhances their lives.

He has advised thousands of brands and traveled to more than 22 countries worldwide. Clients include corporations, communities, societies, professional associations, agricultural producers and products, institutions, countries, world-class professionals, colleges and universities, celebrities and successful individuals who desire to optimize their perception, image and success. His clients use the  BrandPromise® methodology to enhance hundreds of millions of their customers’ experiences every day in 50 countries worldwide.

“A brand is only as good as its Promise!™”

We partner with CEOs, boards of directors and senior executives to create successful Genuine Brands, and create a long-term bond that produces remarkable results. Our clients become actively involved in each phase of the project. However, at the end of the day, clients own and execute the strategy for their brand.

We work in partnership with Andrew Entrikin, founder of Global BrandStrategy to build Genuine Brands.

Our paramount goal is enhancing our clients brand equity.  

About Duane

Duane has served on boards of directors for dozens of corporations and philanthropic organizations including American University in the Emirates (Dubai), Federated Western Properties, Inc., HI-Net Communications, First Continental Bank and Trust, Old United Life Insurance, Annika, Inc., and was director emeritus of Longs Drug Stores (now CVS). He has held a variety of senior executive positions, including chief executive officer and president (Discoveries LTD retail stores and catalogs, Holiday Clubs and Kustom Electronics), executive vice president, vice president of corporate marketing, vice president corporate development and corporate strategist at public and private companies. These include Westin Hotels (Westin Enterprises), Holiday Corporation (Holiday Inn and Holiday Clubs, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Residence Inn, Hampton Inn, Homewood Suites and Harrahs Casinos) and Cinnabon World Famous Cinnamon Rolls. 

He advises leading law firms in matters relating to high-profile brand and intellectual property cases. He has specific expertise in the fields of travel and hospitality, food and beverage products, restaurants, retailing, health care, financial services (banks and credit unions) and real estate development. He has taught and lectured widely at 25 universities and graduate schools throughout worldwide, including Griffith University (Australia), Universidad Catolica de Chile, Vanderbilt, Stanford, The University of California (Berkeley, Irvine and Riverside), the University of Colorado at Boulder and Seattle University. Mr. Knapp is the leading keynote speaker on the subject of building Genuine Brands. He has been published, quoted or featured in hundreds of publications and digital media, including BusinessWeek, Brandweek, CFO Magazine, Association Management, Marketing, Washington CEO, Bankers Magazine, Design Forum, Focus Magazine, Risk Management, Forbes Magazine Travel, Distribution Reports, Private Clubs Magazine, Fortune Magazine, Convene Magazine and International Journal of Medical Marketing, The Seattle Times, The Journal of Commerce and many private corporate and association publications, as well as television and radio talk shows.

He is the author of several books including The BrandPromise® and The BrandMindset®, published by McGraw-Hill, Global Destination BrandScience™ and Destination BrandScience™. His newest book, Global Destination BrandScience explains how a successful destination strategy goes beyond merely tourism; it becomes a focal point for the entire community in making strategic decisions to optimize economic opportunity. The BrandMindset book was selected by IBM and American Express as the “must read” book for their top 400 executives. It is available in seven languages and is considered the definitive guide to building Genuine Brands.

Duane Knapp’s BrandPromise philosophy is highly acclaimed and has been extensively referenced and quoted in many books and publications, including Tim Sanders’ bestseller, Love is the Killer App, Nick Wreden’s FusionBranding, Michael Levine in A Branded World, David Aaker’s, Building Strong Brands, and Tony Simons, The Integrity Dividend. Knapp also wrote the foreword for the License to Serve.

Selected clients include AT&T, Worldspan Reservation Systems (Delta Airlines), Tourism and Events Queensland (Australia), Callison Architecture, Raffles International, Ltd., Destination Marketing Association International, PCMA (Professional Convention Management Association), Miller Nash/Graham & Dunn (Attorneys), QFC (Quality Food Centers, Inc.), Associated Grocers, Inc., Pacific Foods of Oregon, Inc., Restaurants Unlimited, Inc., American Society of Association Executives (ASAE), AAA (American Automobile Association), American Academy of Ophthalmology, Mercy Health, American Academy of Family Physicians, Santa Monica Convention & Visitors Bureau, Tourism Vancouver, Community Action Partnership, Macy’s Inc. (Bloomingdale’s and Macy’s), Ketel One Vodka, Annika Sorenstam, Darigold, Essentia Water and Sunkist. He has also advised many leading brand design and consulting firms, including: Girvin Strategic Branding and Design, Diefenbach Elkins, GMA Research, Ypartnership and FutureBrand.

Knapp earned his BA in Business Administration from Western Michigan University and his MBA from the University

of Toledo. He also completed a postgraduate program in Strategic Marketing at the Stanford University Graduate School of Business.


Services & Publications

BrandScience Clinics
Keynote Presentations
Comprehensive Strategies for Genuine Brands

– Brand Assessment Review & Reports
– BrandPromise Development
– Brand Blueprint Guides
– Brand Culturalization Training
Transformation Retreats
Board of Directors’ Retreats
Expert Witness services for Intellectual Property Cases
Personal Brand Counsel for celebrities, Chief Executive Officers and public officials
(Books by Duane E. Knapp)


The BrandPromise®: How Costco, Ketel One, Make-A-Wish, Tourism Vancouver, & Other Leading Brands Make and Keep the Promise That Guarantees SUCCESS!  It’s the new currency for success. Author Duane E. Knapp reveals the five step plan for finding and making a “Genuine Promise” that anyone with commitment and integrity can follow. He shares his personal experiences and insights from advising over 325 brands worldwide and his presentations to thousands of people a year.
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gloabal-destination-brand-science-bookGlobal Destination BrandScience™ was created exclusively for destinations, ports, economic development agencies, and chambers of commerce that want to enhance their destination brand success. Destination BrandScience is designed to make you the brand expert for your Destination Marketing Organization (DMO). Comprehensive in scope, reference sections also include two other previously released landmark publications: BrandScience Guide for Destination RFPs and BrandScience Guide for Destination Research.
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brand-mindset-bookThe BrandMindset® – How Companies Like Starbucks, Whirlpool and Hallmark Became Genuine Brands and Other Secrets of Branding Success. Published by McGraw-Hill. The BrandMindset is now available in English, Chinese (Simplified and Traditional), Japanese, Indonesian, Korean, Portuguese, Russian and Turkish.
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